Domain is launching a new high-gloss magazine covering the best in Australian property and lifestyle. The property magazine will be unveiled tomorrow in the Australian Financial Review.
Domain’s refreshed supplement will feature the latest Australian properties to hit the market while helping readers make the most of where they live through lifestyle features, market insights and neighbourhood profiles.
Domain will be published in Saturday’s The Sydney Morning Herald and The Age, and Friday’s Australian Financial Review.
The book now offers two covers and is designed for readers to ‘flip’. One section is focused on residential property, the other sees the introduction of New Living, showcasing the best new developments as well as a comprehensive section solely devoted to lifestyle.
With covers being the most sought after ‘real estate’ in property liftouts, the magazine has been designed in close consultation with Domain’s most important advertisers to increase the volume and breadth of properties seeking inclusion in Domain.
New advertisers have signed on as Domain broadens its offering to include lifestyle and home content, helping readers make the most of their homes and neighbourhoods.
In-depth features will focus on international trends, home improvement, financial advice and the latest in home interiors, landscaping and architecture. Alongside Domain’s stable of expert writers will be property, lifestyle and interior gurus, Lucy Feagin, Darren Palmer, Rebecca Judd, Indira Naidoo, Dea Jolly, Lucy Macken and Marc Pallisco.
The much loved Title Deeds is bigger and bolder delivering the latest scoops and insights on Melbourne and Sydney movers and shakers. Domain’s chief data scientist, Dr Nicola Powell, will also share her market insights to help readers stay informed on current property trends in her weekly ‘Market View’ column.
This new look is a result of consistent feedback from advertisers and real estate agents that they wanted Domain to ‘back’ and ‘invest’ in the weekly print product as it delivered quality enquiries, highly sought after by Australia’s top real estate agents.
Print advertising remains a powerful tool in Domain’s marketing mix, with 68 per cent of Australian home buyers using print as part of their property search1. The new liftout will reach an audience of 1.8 million Australians2 each month.
Domain’s chief editorial and marketing officer, Melina Cruickshank commented: “Vendors, real estate agents and advertisers consistently tell us that ‘Domain delivers the buyers’. Domain’s informed audience use multiple platforms as they move along the conversion funnel to purchase and it is clear how important the print lift out remains.
“The Domain journalists remain a trusted authority on property, a position not taken for granted. Our experts have the data, insights and industry connections that provide value to audiences and advertisers.
“The new liftout connects with both active and passive buyers. Ultimately we are looking to provide relevant, modern, intelligent content to readers at every stage of the property journey.”
Domain’s national managing editor, Alice Stolz said: “Domain is widely regarded as the definitive expert on property, and we already have a highly-engaged audience who are eager to be a part of the property lifestyle conversation.
“We have attracted a high calibre of contributors who have their fingers on the pulse of what is going on in the property lifestyle space. Together, we are taking Domain to an entirely new level with relevant, inspirational, beautiful, weekly content that differs from anything else currently on the market.”
1 GFK Home Buyer Research, commissioned by Domain, October 2015
2 emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2016, People 14+ only